Debenhams vs M&S:Which is more popular?
In September 2026, M&S had more branded searches than Debenhams among department stores in the United Kingdom. M&S had about 5.5 million branded searches, while Debenhams had 823,000. M&S made up 47.3% of all department store searches we track, and Debenhams accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about department stores, neither Debenhams nor M&S appeared in any of the four answers.
Who do people search for more?
M&S, about 7 searches for every 1 for Debenhams
Who does AI mention more?
Both were mentioned in 0 of 4 answers.
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Top department stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, neither Debenhams nor M&S showed up in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Harrods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Selfridges4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
John Lewis3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Liberty London3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Harvey Nichols2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- M&S0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Debenhams0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
House of Fraser0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about department stores
4 answers
Asked ChatGPT
“Which department store should I shop at in the UK?”
Asked ChatGPT
“What are the best department stores in the UK?”
Asked ChatGPT
“What's the best UK department store for designer brands?”
Searched Google, AI Overview
“department store”
Searched Google, AI Overview
“department stores near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Debenhams or M&S more popular in search?
This chart shows how often people search Google for Debenhams and M&S by name. Each line represents a brand's share of searches for all eight department stores we track, month by month, from searches in United Kingdom.
Share of searches by month for M&S, Debenhams. The figures are in the table below the chart.
View monthly share of searches table
| Month | M&S | John Lewis | Harrods | Selfridges | Debenhams | Liberty London | House of Fraser | Harvey Nichols |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.9% | 24.1% | 8.8% | 8.8% | 8.8% | 1.8% | 2.7% | 1.2% |
| Nov 2025 | 39.9% | 26.8% | 8% | 9.8% | 9.8% | 2% | 2.4% | 1.3% |
| Dec 2025 | 39.6% | 24.2% | 10.9% | 10.9% | 8.9% | 2.2% | 2.2% | 1.2% |
| Jan 2026 | 42.4% | 25.9% | 7.7% | 9.4% | 9.4% | 1.6% | 2.3% | 1.3% |
| Feb 2026 | 44.6% | 22.3% | 8.2% | 10% | 10% | 1.6% | 2% | 1.3% |
| Mar 2026 | 46.6% | 23.3% | 8.5% | 8.5% | 8.5% | 1.7% | 1.7% | 1.1% |
| Apr 2026 | 43.7% | 21.8% | 9.7% | 9.7% | 9.7% | 2% | 2% | 1.3% |
| May 2026 | 45.5% | 22.7% | 10.1% | 8.3% | 8.3% | 2% | 1.7% | 1.4% |
| Jun 2026 | 39.6% | 24.2% | 10.8% | 10.8% | 8.8% | 2.2% | 1.8% | 1.8% |
| Jul 2026 | 39.9% | 24.4% | 10.9% | 10.9% | 8.9% | 2.2% | 1.5% | 1.5% |
| Aug 2026 | 45% | 22.5% | 10% | 10% | 6.8% | 2% | 1.7% | 2% |
| Sep 2026 | 47.3% | 23.6% | 8.6% | 8.6% | 7.1% | 2.1% | 1.4% | 1.2% |
How has the Debenhams and M&S comparison changed over the last 12 months?
3 findings
- M&S was ahead of Debenhams in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Debenhams’ share of searches among department stores in the United Kingdom moved from 8.8% to 7.1%, and its estimated monthly branded searches moved from 1.2M to 823K.
- Across the 12 months ending September 2026, M&S’s share of searches among department stores in the United Kingdom moved from 43.9% to 47.3%, and its estimated monthly branded searches moved from 6.1M to 5.5M.
How did search popularity change for United Kingdom department stores in September 2026?
2 changes
In September 2026, M&S gained share of searches among department stores in the United Kingdom, from 45% to 47.3%.
Estimated monthly branded searches for Debenhams in the United Kingdom fell 32.5% over 12 measured months, from 1.2M to 823K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Debenhams’ and M&S’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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